Paul Writer launches Innovative Marketer Dialogue, 
Video interview series with CMOs highlights marketing best practices
Rahul Kansal
Executive President
Bennett Coleman and Co Ltd
On Big Data, Mobile and Social and how is it being used by Britannia?
Technology is a big word. Technology – any improvement in the way we devise our social media, how we understand what is really going on, how we are able to create insights or get insights on what kind of stimuli work better on the social media space. All of that to my mind is technology. Progressively mining insights from earlier campaigns to figure out what works is technology. The ability to create a website or a specific addition to a website has become so much easier. The difficult part is knowing how to use the social media space well, what stimuli to provide? How much to steer the conversation? How much to let it be on its own, to what extent should one try and spoon feed readers through highly specific and targeted stimuli? To what extent should one let it be open-ended? All of that are things we are grappling with and probably getting better at progressively.
Each individual use the internet space very differently. They have they’re own language. Mobile has a very different language from internet access and computers and that places challenges on how you design different stimuli so technology and user behavior on the internet is certainly an evolving process.
“The ability to create a website or a specific addition to a website has become so much easier. The difficult part is knowing how to use the social media space well, what stimuli to provide? How much to steer the conversation? How much to let it be on its own, to what extent should one try and spoon feed readers through highly specific and targeted stimuli? To what extent should one let it be open-ended?”
